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		<title>Would Consolidation in the DOOH Industry Drive More Business?</title>
		<description>Discuss Would Consolidation in the DOOH Industry Drive More Business?</description>
		<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/763-would-consolidation-in-the-dooh-industry-drive-more-business</link>
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			<title>Joey Raymond says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/763-would-consolidation-in-the-dooh-industry-drive-more-business#comment-1256</link>
			<description><![CDATA[What really sets digital out-of-home apart from other mass media is the ability to very precisely target an audience within a very specific geography. From a messaging perspective this is a huge client side benefit, but from a marketing perspective it is absolutely essential ...we call it Target Contact Point Planning. Instead of the traditional shotgun approach taken by other media that cannot precisely target a small geography, we are now able to use the scalpel to reach the most desirable consumers in an area as small as a ZIP code. The geo-waste is therefore reduced significantly while providing better results. My fear is that by consolidating the industry of network providers we will lose the ability to place significant localized geo-buys, which is the wave of the future for clients as they struggle to reduce their marketing overhead and increase their return on marketing dollars. Many of the large networks we deal with do not place geo-buys because they are not set up to execute in that manner, in effect they want to be a regional/national network which we feel is completely contrary to the medium itself...DOOH is a Place Based Medium that allows for more efficient buys and more effective messaging. In fact, there are people out there supporting a position of "letTMs consolidate down to 20-30 networks". We feel this is a) counterproductive and will ruin the beauty of what DOOH is in the first place as each provider has its own personality and approach to the message delivery b) arrogant, as who is to choose who the 20-30 networks should be and c) totally misses the point of how to truly construct the best plan for your client, the less options, the worse the plan (e.g we have more than 30 different venue types...which should go away and why?). As soon as we lose the ability to scale buys to the geo-level the DOOH industry will be simply a "knock off" of TV and relegated to subordinated planning importance . DOOH will no longer be an option for small businesses with small budgets. It will no longer have the precision abilities that make it so effective. It will lose its attractive cost efficiency. Not to mention that DOOH network prices will be inflated by the ability of the dominating networks to control prices. Consolidation can be a slippery slope that could lead the DOOH industry into the same place that ad agencies fell into when the age of the Holding Company arrived.]]></description>
			<dc:creator>Joey Raymond</dc:creator>
			<pubDate>Fri, 23 Jul 2010 18:41:01 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/763-would-consolidation-in-the-dooh-industry-drive-more-business#comment-1256</guid>
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			<title>Tony says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/763-would-consolidation-in-the-dooh-industry-drive-more-business#comment-1255</link>
			<description><![CDATA[As a short answer to the article titled "Would Consolidation in the DOOH Industry Drive more Business", my opinion from a marketing perspective is no, excessive consolidation will kill the DOOH industry. What clients need from a media is the ability to execute substantial programs at a local level...what we call targeted contact point planning, so they need more screens, not less. The more the industry consolidates, the more "small tactic only" it gets. We are a marketing agency that also has a media buying and planning unit. We built the unit the old fashioned way, by taking hundreds of hours calling all the DOOH providers we knew of, explaining that we are an agency, and if we knew where they were, we could include them in our planning. To date we have over 3 million screens in our resource for planning, that far exceeds any aggregator or agency, in fact, the largest aggregator has only 6-7% of our reach...and we are an agency, we pay the media and are paid a commission by our client, just like any other agency. And our 3 million screens are not cobbled together from 1sies and 2sies...we have only 2.6 times the DOOH providers and yet they only have 6-7% of our volume, that means they are missing several very large and high quality players. Aggregators I see as a once useful way to make DOOH buying easier...but 175,000-200,000 screens nationally is nowhere near what is needed to attract significant client interest. They need to be able to dominate any geography/anywhere. Also, the fact of the 3 million also creates better plans...would you want a plan based on only 6% of the available resources...the volume also allows for choices so we can deliver high end plans for $7 CPM's or less. In my opinion, DOOH is the best medium for the clients future, it delivers substantial frequency, far beyond any levels reachable by mass media and it delivers it where and to whom the client most cares about, for a fraction of the TV and Radio CPM's....if it is whole...as BF said "We must hang together or we will certainly hang separately.]]></description>
			<dc:creator>Tony</dc:creator>
			<pubDate>Wed, 21 Jul 2010 23:01:01 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/763-would-consolidation-in-the-dooh-industry-drive-more-business#comment-1255</guid>
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			<title>Tim Warrington says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/763-would-consolidation-in-the-dooh-industry-drive-more-business#comment-1254</link>
			<description><![CDATA[I think the digital signage industry is still banging on the door of the sell ad space. I have been doing well selling to the stores and products for instore self advertising, this is easier especially if you provide the content for the business.]]></description>
			<dc:creator>Tim Warrington</dc:creator>
			<pubDate>Mon, 31 May 2010 16:23:48 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/763-would-consolidation-in-the-dooh-industry-drive-more-business#comment-1254</guid>
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			<title>Jeremy Gavin says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/763-would-consolidation-in-the-dooh-industry-drive-more-business#comment-1253</link>
			<description><![CDATA[I appreciate the honesty in this post. "Cobbling together the industry" is right on - that's the best way to put it. In the projects we're involved in, it is just more work than it should be to put together a solution.
This is especially odd since so many people are doing pretty much the exact same things with just a few wrinkles.
And its true - its a supply side driven industry right now with all of us working hard to prove to the customer they need this - rather than the customer stating a need that we're filling. (though I think the merits for digital signage networks are quite strong - its just that clients don't HAVE to have them)
The only LARGE set of money that can start flowing into the industry is advertising right? I imagine some event that turns the faucet on to ad revenue is the magic potion, though I hope it turns out to be something else.]]></description>
			<dc:creator>Jeremy Gavin</dc:creator>
			<pubDate>Thu, 06 May 2010 22:01:04 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/763-would-consolidation-in-the-dooh-industry-drive-more-business#comment-1253</guid>
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			<title>Bill Gerba says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/763-would-consolidation-in-the-dooh-industry-drive-more-business#comment-1252</link>
			<description><![CDATA[John,
You noted, quite correctly, that "\\the process is evolutionary\\." I agree.
But what I'm saying is that if evolutionary progress is the **best** we can do, then I overwhelmingly overestimated this industry's potential (as did many others, I'd presume).
In that case, the **only** way for the industry to realize the potential I had originally envisioned would be through some heretofore undiscovered transformative event.]]></description>
			<dc:creator>Bill Gerba</dc:creator>
			<pubDate>Thu, 06 May 2010 21:41:08 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/763-would-consolidation-in-the-dooh-industry-drive-more-business#comment-1252</guid>
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			<title>John Moezzi says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/763-would-consolidation-in-the-dooh-industry-drive-more-business#comment-1251</link>
			<description><![CDATA[I'm not suggesting we should be happy with slow growth, but I do believe the process is evolutionary: technology constantly improves, consumers are increasingly tech-friendly, etc. When there is ample demand to support widespread adoption we should expect major players (think GOOG or the next GOOG that we haven't heard of yet) to be right out front with a well thought out strategy and tools they've been secretly incubating.]]></description>
			<dc:creator>John Moezzi</dc:creator>
			<pubDate>Thu, 06 May 2010 17:14:27 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/763-would-consolidation-in-the-dooh-industry-drive-more-business#comment-1251</guid>
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			<title>Bill Gerba says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/763-would-consolidation-in-the-dooh-industry-drive-more-business#comment-1250</link>
			<description><![CDATA[Hi John,
I dunno, if the best we can do is keep up with the gradual evolution that we've observed the past few years, I'm going to be very disappointed. We're missing that killer app, probably because our industry is so supply-side driven. I'm looking for a demand-driven "aha" moment that will boost adoption, though perhaps not in a form we're familiar with right now.]]></description>
			<dc:creator>Bill Gerba</dc:creator>
			<pubDate>Thu, 06 May 2010 16:56:09 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/763-would-consolidation-in-the-dooh-industry-drive-more-business#comment-1250</guid>
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			<title>John Moezzi says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/763-would-consolidation-in-the-dooh-industry-drive-more-business#comment-1249</link>
			<description><![CDATA[I don't think its going to be one big game-changer that thrusts DOOH into a position of mature and respected industry. I believe it has been and will continue to be an evolutionary process. Having said that - I would have thought the industry would be further along in its maturation by now as well, but not quite a multi-billion dollar behemoth toiling along like a well oiled machine. Who's going to make it happen? We all are. Good followup, Bill.]]></description>
			<dc:creator>John Moezzi</dc:creator>
			<pubDate>Thu, 06 May 2010 16:48:55 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/763-would-consolidation-in-the-dooh-industry-drive-more-business#comment-1249</guid>
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